JOOP!

The German luxury fashion house partnered with artist and influencer Toni Mahfud to create video ads for Instagram, boosting ad recall by 60% at a 27% lower cost per person reached.

THE STORY
The height of German fashion

Founded in Hamburg in 1986, JOOP! Is among Germany’s best-known fashion labels. Its contemporary menswear and womenswear lines are recognized globally, as are its accessories, jewelry, watches and fragrances.

60%

increase in ad recall

27%

lower cost per person reached

For the current JOOP! JEANS campaign we needed more than just a model—we needed an attractive, multifaceted character and brand ambassador. JOOP! JEANS stands for casual-elegant masculine fashion. Toni Mahfud represented our fashion and brand message in an inspiring, interactive and, above all, creative way for the young and cosmopolitan target group.
THORSTEN STIEBING, MANAGING DIRECTOR, JOOP!
THE GOAL
Raising brand awareness

JOOP! wanted to reach a larger audience and raise brand awareness. It also wanted to generate landing page views for specific products.

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THE SOLUTION
An influencer campaign

JOOP! partnered with its social media agency dreifive to create video ads with German artist and influencer Toni Mahfud on Instagram and Facebook. The campaign was targeted to men and women in Germany between the ages of 20–39. JOOP! also targeted the campaign to people with an interest in shopping and premium fashion brands like Hugo Boss, Calvin Klein and Giorgio Armani.

As part of the campaign, people could win a JOOP! T-shirt designed and signed by Toni Mahfud. Following best practices, ad content for the contest was optimized for both Instagram and Facebook, and was featured in eye-catching ads in Instagram Stories, Instant Experience and carousel formats. The campaign centered around the Toni Mahfud x JOOP! Collection, so the ads introduced the line immediately and clearly, always keeping Toni in focus and as the center of attention.

The results were impressive. Between April 7–May 20, 2018, the campaign raised ad recall by 60%, at a 27% lower cost per person reached.